Marketing tradition to tourists

Hanoi is home to many traditional art troupes like tuong, cheo (traditional operetta), ca tru (ceremonial songs) and hat xam (songs of strolling blind musicians) but few are marketed well to tourists.
Only the Thang Long Water Puppetry Theatre, which has three shows a day, is well known to tourists. Other theatres don’t have regular shows.
The Vietnam Tuong Theatre recently launched a website in English and Vietnamese, introducing its history of tuong and its performing schedules. The theatre also tries to organize occasional shows at the Hong Ha theatre on every Wednesday and Thursday afternoon to serve foreign tourists.
The show comprises tuong extracts, such as “The old husband carries his young wife on his back to a festival”, “Mother unicorn gives birth”, “Hue royal court music” and “Ho Nguyet Co changes into a fox”. These items are mainly performed in dance so it is not difficult to understand for foreigners.
However, the theatre’s director, People’s Artist Hoang Khiem complained that the shows do attract many audiences because travel firms won’t add it to their tours.
Meanwhile, the Hanoi Cheo Theatre has built good relationships with travel firms over the last four years and has two shows a week for tourists.
The theatre’s director Trinh Thuy Mui said her shows are always full. The theatre introduces ancient cheo extracts like “Thi Mau visits pagoda”, “Suy Van pretends to be mad”, and the “Tam Cam Sisters”.
The Vietnam Cheo Theatre has also launched weekend shows at the Kim Ma Theatre, Hanoi, for tourists. Besides ancient and modern cheo extracts, the theatre introduces Vietnamese folk songs and music. Its website in English and Vietnamese has been launched, too.
“The public hasn’t neglected traditional arts,” said Thao Giang, deputy director of the Vietnam Centre for Music Art Development, saying that the hat xam show on every Saturday at the Dong Xuan market is soon to reach its1000th show.
The free show attracts thousands, including many foreign tourists every Saturday night. However, the Vietnam Centre for Music Art Development can only introduce a number of hat xam songs because of a lack of funds.
Effectively advertising traditional arts is a difficult job.
In HCM City, the policy to serve tourists with traditional arts has been implemented since 2005. The local Department of Culture, Sports and Tourism has combined with local theatres to organize traditional music shows for foreign tourists.
The Tran Huu Trang Cai Luong Theatre introduced cai luong shows with special extracts like Luc Van Tien – Kieu Nguyet Nga, Lu Bo-Dieu Thuyen and Da Co Hoai Lang, performed by the Light up faith troupe.
The HCM City Art Performance Company has a “Painting of Motherland” show with many special songs and dances.
However, after four years, all of these programs have closed due to lack of audiences and lack of funds.
Phan Quoc Hung, director of the Tran Huu Trang Cai Luong Theatre, said that a lack of cooperation between theatres and travel firms is the biggest reason.
At present, only the Rong Vang Water Puppetry Theatre still opens its door for tourists. Actress Hong Van recently opened the Super Bowl stage, where she performs dramas in English..